Business Lexington profiles any local business that contributes a minimum of $10,000 in cash and/or services or products to arts projects in the Lexington area. As Linda Hinchcliffe reports, the marketing firm 5ifth Element Creative has risen to the occasion.
That the fine arts are in need of funding, especially in our current economic environment, is of little doubt. When asked why her company jumped to meet Business Lexington's challenge to address that very concern, Jo Ann Rice, President and COO of 5ifth Element Creative, emphatically replied, "There is more to life than just work. We should use work to support our community in general, and interests outside the work scene." Jo Ann Rice, along with husband Tim, CEO of 5ifth Element Creative, formerly Technology by Design, and its sister companies Symbiotix, AdvancMed and Symbiotic Management Strategies, generously donated $10,000 to the UK College of Fine Arts - or as Rice designates it, "the second worst-funded college within the UK system." In particular, their interest lies with the Men's Choir, directed by Jeff Johnson, which is a program that their son participates in. "We feel that it is an extension of our professional skills, used to benefit the community - - and that programs like these, the arts, bring layers to our lives. They enrich our lives."
The Rices' generous efforts extend well beyond the arts. The Salvation Army, Hospice of the Bluegrass, United Way and special interests in Hope Pharmacy and Hope Clinic - - a collaborative venture between the Salvation Army and other regional partners that provide free health services to the disadvantaged - - also benefit from their financial, time and leadership contributions.
Though 5ifth Element Creative was founded in 2005 in Lexington, its roots go back a bit farther. The Rices' company, Symbiotix - - a corporation that still exists under 5ifth Element Creative's umbrella - - was formed in 1998 in Danville. As a medical marketing, educational and communications company serving pharmaceutical and biotechnical concerns, it was the beginning of Tim and JoAnne Rice's venture into a business that focused on their combined expertise in the pharmaceutical industry. Tim Rice's two decades of experience in various aspects of the pharmaceutical industry lead to his customer-driven approach. That, combined with Jo Ann's nearly two decades of administrative experience and service in various non-profit associations, configured to form the force behind 5ifth Element Creative - - a natural progression from Symbiotix's formation. With a vision to become a locally and nationally recognized agency that provides creative and innovative marketing solutions, they not only serve a number of companies within the pharmaceutical industry, but reach into many industries of small and large concerns, including the areas of agriculture, the fine arts, the horse and furniture industries, and even an airport. Non-profits and association groups are also under their list of clients.
"We address all aspects of support for companies, from the start-up - - brand and logo development - - to more advanced needs. We do what is appropriate for a client's conveyed needs," said Jerry Houck, 5ifth Element Creative's Director of Business Development. "We tailor a marketing platform for every individual client," he adds.
"We are building to an ad agency concept," Rice responded. "And, without a doubt, have the staff to do that." With a total employee count of approximately 45 between all of their companies, she graciously nods and indicates the efforts of the five technical, creative and operational key figures of her three-year-old company who are gathered at the table in their conference room in their office in the Beaumont area. "A quality team," she added. "Creativity, quality and vision."
The subject is quickly switched back to the events of the College of Fine Arts and the program the Men's Chorale Fall Extravaganza, which will be held at Memorial Hall on October 24. "Events sponsors receive billing on media information, recognition at the performance, ads in the program, complimentary tickets, reserved parking, their logos on any t-shirts," provides Houck. Additional sponsor benefits include free vocal entertainment for your next corporate party, the professional recording of a commercial jingle for your company, and courtesy of the sponsor, a UK choral ensemble performance at an area nursing home or hospital.
"It's difficult to separate your work from the community you live in," said Rice. "It's about having a richer life."